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The CICIPRODE model of Sales


C – Curiosity (get the buyer’s attention)

I – Involvement (get the buyer’s personal involvement)

C – Confidence (get the client’s confidence in your ability)

I – Issue (uncover needs)

P – Problem (get client to state problem explicitly)

R – Resolution (identify a solution and get client’s buy-in)

O – Obstacles (handle all objections)

D – Decision (close the sale)

E – Evaluation (reinforce the decision by making contact)

Buying Cycles

  1. Recognition of difficulties with present situation
  2. Specification of criteria for change
  3. Evaluation of options
  4. Resolution of concerns
  5. Implementation of chosen option
  6. Changes over time (internal or external)

Client Needs


  • Commercial
  • Functional/Technical
  • Legal/Political/Social


  • Career progression
  • Professional growth
  • Need for challenge

The Decision Sequence

  1. How did you become CURIOUS?
  2. When did you become actively INVOLVED?
  3. How did you get the CONFIDENCE to proceed?
  4. Did you get an opportunity to explore your NEEDS?
  5. How well did the product/service RESOLVE your needs?
  6. What OBSTACLES did you have, how were these overcome?
  7. How did you reach your DECISION?
  8. Did you have any second thoughts?

Executing Sales with CICIPRODE

Early Stages of CICIPRODE:

Most selling situations start with the following stages:

  • Exchanging courtesies: (Introductions, small-talk, and rapport). Avoid the important issues until this stage seems to be completed.
  • Generating curiosity: A creative, mind-focusing opening will concentrate the client’s attention on you and your presentation.
  • Getting involvement: Curiosity is short-lived; maintain the client’s involvement with conversational questions about their role, objectives, needs and ways of working
  • Reach for the “threshold of confidence”: Your client will ONLY confide their true needs and problems when you cross this threshold…

Problem Stage of CICIPRODE:

  • Build your sale on a strong foundation:
  • Explore the problem with the client thoroughly so that they understand all of its implications
  • Understand both the business and personal needs of the individual decision-makers
  • Ask specific question types in a controlled manner, using the SPIV sequence of questions
  • Listen, observe and summarize carefully

Resolution stage of CICIPRODE:

  • Understand the client’s buying motives in terms of their personal wins and business results
  • Determine that the client can repeat and distinguish between Features, Advantages and Benefits
  • Ensure that the client can provide “proof” when necessary
  • Maintain the “value for money” concept in the client’s mind

Obstacle stage of CICIPRODE:

Clients voice objections that are verbal manifestations of OBSTACLES (what they actually think and feel). Deal with obstacles:

  • Welcome objections
  • Practice/be prepared to deal with objections
  • Learn the do’s and don’ts of objection handling
  • Use the “feel, felt, found” method of objection-handling:
    • First empathize with them, telling them that you understand how they feel.
    • Then tell them about somebody who felt the same way.
    • Then tell them how that other person found that things were not so bad and
    •  When they did what you want the buyer to do they found that it was actually a very good thing to do.

The final stage of CICIPRODE:

Help the client reach a decision by using an appropriate close:

  • Plan to close
  • Look for closing signals
  • Learn and practice various closes
  • The close may hinge on a single (intermediate) objective
  • Support the client through the “post-close” evaluation
  • Maintain contact immediately after the close
  • Provide reassurance that their decision was the right one

Benefits of the CICIPRODE Model of Sales: 

  • Model is sequential (but expect iterations)
  • Model is repeatable
  • Structures the sale
  • Helps in planning, organizing and post-contact analysis
  • Provides a common language
  • Helps control meetings
  • Helps team coordination
  • Puts the client first!


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